Warner Bros. Discovery has announced that HBO Max will begin cracking down on password sharing starting September 2025, following similar moves by Netflix and Disney+.
JB Perrette, head of streaming and gaming at the company, confirmed the plan during its second-quarter earnings call, calling it a shift from past marketing that encouraged account sharing. The stricter enforcement aims to boost profits, though significant gains aren’t expected until 2026.
Perrette explained that the company has spent months identifying legitimate users and will start with soft warnings before ramping up enforcement later in 2025. Users will eventually be forced to take action rather than ignore prompts. While Warner Bros. Discovery added 3.4 million subscribers last quarter, the crackdown risks pushing some viewers toward free alternatives or even cable TV.
HBO Max remains a top-tier service with hits like The Last of Us, Euphoria, and Peacemaker, but the decision has already sparked backlash. Subscribers on social media have criticized the move, especially with the recent removal of Cartoon Network content.
Despite potential backlash, the company remains confident in its strategy. CEO David Zaslav highlighted HBO Max’s strong franchise lineup including Batman, Lord of the Rings, and Harry Potter as a key retention tool. A new Lord of the Rings film, developed with Peter Jackson, is also in progress.